SCENARIO #4: Shoppers Drug Mart is looking to better understand customer experiences and the satisfaction of their customers. As a market research analyst in the marketing team, you have been asked to create a field and an online survey among PC Optimum members. (PC Optimum is a rewards loyalty program associated with Shopper Drug Mart, Loblaw, and Esso.)

4a) What are one advantage and one disadvantage of using customer lists from PC Optimum as a sampling frame for this research? (2 points)

4b) List at least 5 of your ethical obligations in surveying PC Optimum members. (5 points)

4c) In this case, identify and explain two advantages of using online surveys for this research and two disadvantages. (4 points)

4d) One day, you are asked to develop a questionnaire to measure employee satisfaction. In terms of ethics, do you think it is a good idea to do the research yourself or should you get a research vendor (third party) involved? Make sure to explain your reasons why.(2 points)